ROMANIAN HOTELS IN THE DIGITAL MARKETING PRESENT

Maria-Luminita Cojocea () and Monica Coros ()
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Maria-Luminita Cojocea: Master of Hotel Management Services at the Faculty of Business, Babes-Bolyai University of Cluj-Napoca, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2014

Abstract: The current marketing trends and the well-known smart communication devices (smartphone, tablet, laptop, etc.) used on a daily basis by more and more people worldwide and by most of the travel industry customers, are here to stay in the travel and hotel industries and far from becoming obsolete. By ignoring them or by remaining in denial about their popularity and the changes they bring, hoteliers will only end up facing the disastrous consequences of their ignorance. Most of the Romanian hotels are not even in the stage of acknowledging the present technological context, and few are reacting and adapting their marketing strategies, ultimately becoming internationally or locally awarded business models. Nowadays, instant bookings are more difficult to obtain, as customers naturally conduct online individual thorough researches, while trusting peer reviews and social media. Therefore, the question that arises is: What is the present situation of the Romanian hotels in the digital marketing reality and what can be done to convert it from a disruptive change to a beneficial one? The present paper aims at identifying the main issues Romanian hotels face currently related to digital marketing media. A special focus regards the international trends and how Romanian hotels react to them.

Keywords: hotels; online; technology; Romania; trends (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2014
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http://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_3_2014.pdf Revised version, 2014 (application/pdf)

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